The “Plex Phenomenon” has swept the global hair care industry, resulting in a myriad of products focused on bond multiplying or re-bonding. Active Concepts has taken a proactive approach towards the latest technology that protects the hair – shifting the focus to protect the hair shaft through “ProBonding”.

According to the company, the ProCutiGen technology is a scientific breakthrough that is slated to shake the foundations of how we consider preventative hair care – repair beyond the bond.

The ProCutiGen line of hair actives consists of bivalent cationic peptides that effectively self-assemble as a biomimetic cuticle on the hair. Each of the ProCutiGen actives deliver a unique film on the hair offering protection against chemical processes and helping to retain style.

ProCutiGen Bond (INCI: Salvia Hispanica Seed Extract) is derived from chia protein, harnessing the natural strength of the chia for to defend against chemical treatment.

L’Oréal has acquired 100% of ModiFace, an internationally recognized leader in augmented reality and artificial intelligence applied to the beauty industry. This acquisition is in line with L’Oréal’s digital accelerati…